When I think about food tourism, some of my earliest memories are watching maple sap being turned into maple syrup. It’s an early spring tradition in the northeast and a great family activity. I am lucky enough to have acquaintances that have made this tourist attraction their full-time business so I spent some time at Wohlschlegel’s Naples Maple Farm on a sunny day a few weeks back.
From a hobby to a tourism attraction
Bobbi and Gary had lived in the small town where our children went to school together. They both worked at Kodak- Bobbi as a chemist and Gary as a tool and die maker. The Wohlschlegel family had made syrup as a hobby for years. Gary’s father was instrumental in starting the family tradition. They made enough for their family and friends and enjoyed the time in the woods every March. But as anyone that lives in the Rochester area knows well, Kodak had major troubles and many have lost their jobs.
They m
ade some lifestyle choices and decided to make a go of maple syrup sales as a business. Originally they thought they would just make syrup and sell it wholesale ( which they still do) but gradually people started finding their ridiculously gorgeous location on top of the Bristol Hills.
Although they never set out to become a tourist attraction, they have. And as I spoke with them, I heard several themes on their journey to growing their business that I think will be helpful to any small attraction with limited time, resources, and hours in the day!
Do what you know
Although working at Kodak might not sound like it would help starting a small business, it actually did. Bobbi’s job as a chemist gave her experience in lab-level cleanliness and following procedures to get a consistent result. Gary’s experience and family history of syrup making also gave them a valuable head start in their success. But it was combining all those talents and experience that has brought them success.
What skills and experience do you have that can help differentiate your attraction? What can you do better than most anyone else?
Learn from others
Bobbi spoke about learning from others who have sugar shacks. They attend Maple workshops and conferences to learn more, network and gain expertise. Maple syrup producers often visit each other’s facilities as a group and Bobbi mentioned several ideas she had picked up from that activity.
I think benchmarking and borrowing other’s good ideas is a hallmark of the tourism industry and a perfect example of ‘coopetition’! Cooperation and competition go hand in hand in tourism.
Bobbi also attended an entrepreneur course offered by a local college. She learned a lot and took advantage of the resources that were provided. But in a funny example of proving the 80/20 rule, she said that only 3 students from her class ever ended up starting businesses.
Try new things
When you are starting a new business, or trying to grow an existing one, you have to be brave and try new things. Some ideas might work, some might not, But it is always the action takers that succeed in the long run. Bobbi and Gary started producing ‘value added’ products such as maple cream and maple fluff. Both of those products required investments in additional equipment so there was definitely a faith factor that the products would be popular. I can testify that everything I tried was amazing!
And even though neither of them had marketing or advertising experience, they tried ads everywhere the first year and then adjusted their plan in the second year. They have developed a group tour package called “Tour it, taste it, take it home”. That catchy title has worked for school groups of all ages, church groups and tour operators. For a $10 per person fee, the groups can hike out into the sugar bush to see how sap comes from the tree to the tank, have a syrup tasting of three different types syrup (Golden, Amber and Dark, kind of like a beer tasting!) as well as maple cream on a piece of cornbread (amaaaazing!) and pretzels to dip in the maple mustard. And the small but full gift shop can hold about 10 people at a time. That works though because I am sure everyone else is outside looking at the view!
Great ideas don’t have to cost much
I was impressed to see all the Trip Advisor marketing materials they used, both on their website and in the shops. This gives them credibility and a free way to market. By asking for reviews, and capturing visitor data with a simple pen and paper, they are building a great customer base. They have produced a great rack card ( a brochure that just has a front and back) and distribute it in key locations throughout their area. I was suprised t
o hear how many people see the road signs and just follow them to see where they end up. There were some challenges with the state department of transportation on how many signs could be installed, and where they can be located, but I found the spot just fine. The signs also help to tell the story that this is a real business that welcomes visitors.
Say yes to opportunities that come up
When you are trying to get your name out there and build the business, at some point an interesting opportunity will come up. For the Wohlschelegels, some of their success has come from saying yes to any media opportunity and interview (including me!). They also hosted some visitors who are working on their Ph.D’s and it looks like there might be a chance to get some research done-maybe in exchange for syrup?
Opportunities abound- and sometimes by saying yes you will end up with a new product line, new contacts and more business. Challenge the status quo from time to time.
Is there another attraction you could partner with? How about a new initiative at your DMO (Destination Marketing Organization)?
Final words
I love going to attractions around the country and seeing how they welcome visitors. I am always extra impressed with family owned attractions where passion and persistence shine through and the visitor experience becomes a life long memory. Wohlschlegels Naples Maple Farm is one of the best.